After another successful week at the Cannes Lions International Festival of Creativity, here are my top five observations about the business of creativity:

Remember that technology travels faster than culture. We are on the cusp of a new age in the business of creativity. To maximize it, the industry needs people who can do both the math and the art. There is a race between technology brands adding consumer magic and consumer brands adding technology. This new era will see who will win both people’s minds and hearts.

Renaissance of creativity. There is no doubt that regardless of who wins this race, creativity is more important now than ever. Sessions at the Cannes Lions talked about the increasing “creep factor” of serving data-driven content to people who don’t go looking for it. The content needs to have wonder.

Down under creative. My home country, Australia, ranked No. 6 this year in the nation ranking at Cannes. Repeating the success of the Dumb Ways to Die campaign, The Palau Pledge, the ambitious project dedicated to ensuring environmental stewardship for the small island nation of Palau, took home many of the major prizes.

The magic of Cannes. Is it really the magic of Cannes, as it is often called? Who knows? I do know that I (and many of my colleagues and friends) took more steps walking the festival this year than ever before at a much smaller Cannes Lions. I met more people and have more business conversations to follow-up on.

Search for the holy grail. From talks of creative partnerships to holding companies vs. independents, all agencies are searching for new ways to innovate and grow, and clients are looking for more effective and efficient partnerships.

Michelle Hutton is managing director, Global Client Strategy.